According to a new study by KPMG LLP, the U.S. audit, tax and advisory firm, media and advertising professionals says two factors—shrinking ad dollars and mobile devices being used as personal computers—have become the most disruptive in media today. With less attention paid to traditional media channels (and more curtailed ad spend), it's expected that social media and mobile consumption will increase in usage.
In the KPMG survey, which polled more than 200 media, marketing and advertising executives, 49% of respondents indicated that declining ad spend is the most disruptive force in media today, followed closely by mobile devices becoming personal computers (40%). KPMG conducted the survey in collaboration with AlwaysOn, the venture capital new media organization.
The KPMG survey also found that some 75% of executives predict that advertisers will move more than a quarter of media time and spending away from traditional channels in the next five years, while social networks and mobile marketing are expected to see a surge in activity.